Our challenge is to re-launch a 2,ooo-year-old brand to engage a younger generation of wine-drinkers. So to reach social wine drinkers, who congregate both in bar and on the web, we create a strategy to build a bridge between both offline and online components. We anchor the campaign visually with a distinctive illustration style that is both contemporary and completely ownable. Every execution communicates the brand promise-Bordeaux is approachable and capable of making the ordinary into the extraordinary.
ONLINE ENGAGEMENT
the work includes EnjoyBordeaux.com, a platform for curious wine drinkers offering users tools for finding the perfect Bordeaux. The centerpiece of the site is "Le Wine Buff" where Sommeliers from across the country have been sourced to answer questions via live video chats giving visitors a channel for conversation with Bordeaux.
OFFLINE ENGAGEMENT
Outdoor postings, 15 second in-taxi animation and in-store extend the messaging and drive consumers to the site. And the Bordeaux Match Wheel gives consumers a "analogue" app to match wines they already like to a Bordeaux equivalent.
No comments:
Post a Comment